Asia Pacific Journal of Marketing and Logistics最新文献

{"title":"The threat of contagious diseases: when consumers avoid human presence in product packaging","authors":"Jane Park, Chaeyeong Kim, Sehoon Park","doi":"10.1108/apjml-02-2024-0211","DOIUrl":"https://doi.org/10.1108/apjml-02-2024-0211","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Postulating that individuals exposed to the threat of contagious diseases respond oversensitively toward other people, the current research aims to investigate its impact on consumers’ preferences for human images—human presence—in product packaging.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Five independent online and offline experiments were conducted. Studies 1, 2a, and 2b employed a three-group (threat: contagious vs. control vs. noncontagious) between-subjects design to investigate the main effect and its underlying mechanism. To further examine the moderation effects, Study 3 used a 2 (threat: contagious vs. control) × 2 (product feature: basic vs. antibacterial) between-subjects design, and Study 4 employed a 2 (threat: contagious vs. control) × 3 (human type: non–human vs. human–adult vs. human–baby) between-subjects design.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Studies 1, 2a, and 2b demonstrate that consumers facing the threat of contagious diseases tend to avoid social interaction, leading to a lower preference for products featuring human presence (vs. non-human presence). Studies 3 and 4 contribute to our hypothesized process by providing boundary conditions. Specifically, when the product incorporates an antibacterial function (Study 3) and the packaging depicts a baby (Study 4), the existing effect can be attenuated.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Despite the prevalence of experiencing epidemics and pandemics, little work has examined how threatened consumers respond to product packaging. The present research addresses this gap by exploring consumers' preferences for products featuring human presence on their packaging. Furthermore, this research contributes to the practical understanding of consumer choices by identifying product features and human types as moderating factors.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198936","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of source characteristics and parasocial relationship on electronic word-of-mouth influence: the moderating role of brand credibility","authors":"Phuong D. Tran, Tri D. Le, Nhu P. Nguyen, Uyen T. Nguyen","doi":"10.1108/apjml-02-2024-0170","DOIUrl":"https://doi.org/10.1108/apjml-02-2024-0170","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Source factors have long been a key construct in studies of word-of-mouth influence, but particularly for the digital context of electronic word-of-mouth (eWOM), source trustworthiness and parasocial relationships are worth a considerable focus. This study pays close attention to not only the effects source trustworthiness and parasocial relationships exert on eWOM influence but also the antecedents driving them. This study additionally considers the moderating role of brand credibility in the relationships between the two key constructs and eWOM influence. Confirmatory factor analysis (CFA) was conducted to assess the reliability and validity of the constructs.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A quantitative survey was sent to university students in Ho Chi Minh City, Vietnam, to collect 766 responses, which were then analyzed using an SEM approach. The sampling strategy was based on convenience and snowball sampling techniques to ensure a diverse representation of the student population. Respondents were asked to rate their perceptions of source trustworthiness, parasocial relationships, brand credibility, and eWOM influence regarding social media influencers they follow. The collected data were then analyzed using an SEM approach, utilizing software such as AMOS to validate the measurement model and test the proposed structural relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results confirm the strong impact of source trustworthiness and parasocial relationships on eWOM influence and recognize source authenticity to be the most powerful driver behind the two. Additionally, the findings suggest that brand credibility can positively moderate how source trustworthiness affects eWOM influence, with interaction effects examined through multi-group analysis.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Relevant implications for researchers and marketing practitioners are discussed, emphasizing the strategic selection of eWOM sources and the cultivation of brand credibility to enhance consumer engagement.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198934","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"From trial to triumph! A longitudinal design eliciting social impact perspective for sustained usage of gamified fitness apps","authors":"Pratibha Singh, Garima Malik","doi":"10.1108/apjml-03-2024-0315","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0315","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>As fitness apps have integrated gamification elements into their design to transform exercise into a compelling and competitive experience, this study draws on the expectation confirmation model (ECM) and self-determination theory (SDT) to propose a comprehensive framework for sustained usage by satisfying the psychological needs of users.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A longitudinal study design is utilized where data from 598 fitness app users were gathered over two distinct phases separated by 24 weeks, where data were analyzed using structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings until phase 1 depict that motivational affordances significantly affect mastery, autonomy and relatedness, which in turn exert a significant influence on flow. Identification and compliance have a more pronounced effect in phase 2 compared to stage 1 of the analysis.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Individuals are more prone to being swayed by fellow members of their social group who share an affiliation with fitness apps, leading them to sustain their usage of fitness apps. These insights can potentially guide app developers and marketers in formulating strategies based on modifiable factors to foster sustained growth for gamified fitness apps.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study takes a novel stance by employing social impact theory (SIT) in a longitudinal setting to reveal how users react to identification and compliance effects during initial and post-adoption usage of gamified fitness apps.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198935","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Does social media marketing important for MSMEs performance in Indonesia?","authors":"Tatik Tatik, Doddy Setiawan","doi":"10.1108/apjml-01-2024-0090","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0090","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225473","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring the nexus between influencers and brand evangelism","authors":"Purvendu Sharma, Kapil Khandeparkar","doi":"10.1108/apjml-06-2023-0581","DOIUrl":"https://doi.org/10.1108/apjml-06-2023-0581","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.7,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies","authors":"Samer Elhajjar","doi":"10.1108/apjml-04-2024-0485","DOIUrl":"https://doi.org/10.1108/apjml-04-2024-0485","url":null,"abstract":"PurposeThis research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.Design/methodology/approachThrough interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.FindingsThe findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.Originality/valueThe research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919755","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies","authors":"Samer Elhajjar","doi":"10.1108/apjml-04-2024-0485","DOIUrl":"https://doi.org/10.1108/apjml-04-2024-0485","url":null,"abstract":"PurposeThis research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.Design/methodology/approachThrough interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.FindingsThe findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.Originality/valueThe research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919113","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of in-feed advertising design features on purchase intention","authors":"Jingbo Shao, Chang Ma, Xinyue Wang","doi":"10.1108/apjml-03-2024-0276","DOIUrl":"https://doi.org/10.1108/apjml-03-2024-0276","url":null,"abstract":"PurposeThe purpose of this paper is to investigate the impact of design features in in-feed advertising on its effectiveness. Previous research on various forms of advertising has demonstrated that design features can influence advertising effectiveness. However, given the distinct presentation mode and content of in-feed advertising compared to traditional forms, it is crucial to examine whether the effects of design features differ for this type of advertising. Through two studies, we examined how five specific design features affect consumers' purchase intention within the context of in-feed advertising. The mediating role of perceived value and the moderating role of product involvement are also proved.Design/methodology/approachUsing the methods of online survey and online experiment, the author conducted two empirical studies. In study 2, the authors adopted the orthogonal array design to simplify experimental grouping.FindingsThe findings demonstrate that akin to conventional Internet advertising, the informational content, credibility and entertainment value of in-feed advertising exert a positive influence on its efficacy. Notably, the interactive nature of in-feed advertising significantly enhances users' inclination toward making purchases. Conversely, any form of interference can detrimentally impact its utility.Research limitations/implicationsThe study demonstrates five design characteristics that may impact the effectiveness of in-feed advertising, expanding the relevant theories about in-feed advertising. At the same time, this study contributes to the understanding of consumer responses to advertising. However, the two studies in this paper are conducted within the framework of WeChat, a popular Chinese social media platform, with the participants consisting exclusively of Chinese users.Practical implicationsConsidering the rapid development of in-feed advertising in terms of quantity, content and form, the author believes that the results of this paper can help advertisers in their design thinking. The moderating effect of product involvement can be applied to optimize personalized advertising delivery schemes.Originality/valueThis paper focuses on a practical problem, that is, how to improve the effectiveness of in-feed advertising by modifying advertising design features.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141921881","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Research on the influence of digital human avatar characteristics on brand fans effect","authors":"Jifei Xie, Haoyu Wu, Zhe Li, Lulu Ma, Kexi Liu","doi":"10.1108/apjml-01-2024-0083","DOIUrl":"https://doi.org/10.1108/apjml-01-2024-0083","url":null,"abstract":"PurposeThis study aims to provide supplements to the research on digital human avatar (DHA) and suggestions for brands to use DHA appropriately to build brand fans effect.Design/methodology/approachOn the basis of integrating Avatar theory and Stimulus-organism-response theory, this study obtains data from 733 Chinese respondents aged 18–25 and uses regression analysis and bootstrap analysis to verify the relationships among the variables: DHA characteristics (form realism, behavioral realism and brand alignment) as the independent variables, brand fans effect as the dependent variable, consumer positive emotion as the mediating variable and product type (experience vs search) as the moderating variable.FindingsThe results show that DHA characteristics positively influence brand fans effect and consumer positive emotion, consumer positive emotion positively influences brand fans effect and consumer positive emotion plays a mediating role. Meanwhile, for experience products, the impact of DHA’s form realism and behavioral realism on consumer positive emotion is higher than that of brand alignment; for search products, the impact of DHA’s brand alignment on consumer positive emotion is higher than that of form realism and behavioral realism.Originality/valueThis study enriches and expands the empirical research perspectives and conclusions in the DHA field, improves its research framework and provides suggestions for brands to appropriately use DHA to build brand fans effect.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effects of consumers’ engagement in pro-environment activities on social media on green consumption behaviour","authors":"Fenghua Li","doi":"10.1108/apjml-09-2023-0862","DOIUrl":"https://doi.org/10.1108/apjml-09-2023-0862","url":null,"abstract":"PurposeBased on the stimuli-organism-response (SOR) theory, the purpose of this study is to demonstrate the impact of consumers’ engagement in pro-environment activities on social media on consumer green consumption behaviour, and explore the explicatory mechanism and boundary conditions for the relationship between them.Design/methodology/approachThis study collected data from 312 Chinese consumers by using the research platform Credamo, a Chinese online survey platform. A structural equation model and hierarchical regression modelling were used to analyse the data.FindingsConsumers’ engagement in pro-environmental activities on social media has a positive influence on environmental awareness that positively affects green consumption behaviour. Environmental awareness plays a mediating role in the relationship between consumers’ engagement in pro-environmental activities on social media and green consumption behaviour. Furthermore, green intrinsic motivation and green extrinsic motivation play positive and negative regulating roles respectively in the relationship between environmental awareness and green consumption behaviour.Originality/valueThis study enriches the research on the antecedent variables of green consumption behaviour. At the same time, it also expands the research on the outcome variables of the impact of engagement in environmental protection activities on people’s subsequent behaviour, deepens and expands the research on green consumption behaviour and its applicable boundaries, offering both theoretical insights and practical implications for enterprise marketing strategies and government management.","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9,"publicationDate":"2024-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141925545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}